Cow milk is under increased scrutiny due to its environmental impact and ethical considerations concerning animal welfare. At the same time, a rising share of consumers is switching to plant-based milk substitutes (abbreviated “plant milk”). The objective of this study was (1) to analyze the product image of plant milk and cow milk and (2) to compare the motivational structure behind the consumption of both product categories. For this purpose, a quantitative survey with Austrian consumers was carried out to analyze the product image of plant milk in comparison to cow milk (n = 1001). The product image analysis revealed that the product image of cow milk is still much better than that of plant milk. Amongst others, cow milk is considered to be healthier, more natural, and better for bones. Product image valuation was dependent on the (non-)consumption of plant milk. Plant milk consumers evaluated plant milk significantly better; they considered plant milk to be much better digestible and allergy-free. The qualitative study using means-end-chain analysis, with two sub-samples of interviewees (plant milk consumers, n = 30, and cow milk consumers, n = 30), identified different motives for the consumption of cow milk and plant milk. Motives that were only reported from cow milk consumers are the origin of milk and the support of small-scale dairy production of farmers. Motives of plant milk consumers were much more diverse and included animal welfare and sustainability aspects.

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Purpose – The purpose of this paper is to explore the differences between consumer motives regarding purchase of traditional food in two European countries (Croatia and Austria) with a different history and development in regards to traditional and/or regional food. Design/methodology/approach – A word association test and soft laddering interviews were used to elicit consumers’ perception and purchasing motives for traditional food. Additionally, the questionnaire contained socio-demographics and questions about shopping habits concerning traditional food. Semi-structured, individual, face-to-face interviews were performed with 31 Croatian and 28 Austrian respondents. Findings – The most frequent associations/definition in both countries refers to heritage (food of generations) and elaboration (traditional receipt). The meaning of traditional food is for both samples positive. Hierarchical value maps for both countries contain ladders standing for health or support of local farmers. Additionally, the Austrians connect traditional food with environmental friendly production while for the Croatians sentimental hedonism ladder starts with perception of traditional food as a mean to connect with the childhood. Practical implications – The findings can be used by traditional food producers in order to better understand consumers’ motives and accordingly adapt their marketing strategies. Originality/value – This is the first work which uses free association test and laddering interviews to reveal consumers perception and motives for purchase of traditional food both in Croatia as well as in Austria.

PurposeThe rise of CSR followed a demand for CSR standards and guidelines. In a sector already characterized by a large number of standards, the authors seek to ask what CSR schemes apply to agribusiness, and how they can be systematically compared and analysed.Design/methodology/approachFollowing a deductive‐inductive approach the authors develop a model to compare and analyse CSR schemes based on existing studies and on coding qualitative data on 216 CSR schemes.FindingsThe authors confirm that CSR standards and guidelines have entered agribusiness and identify a complex landscape of schemes that can be categorized on focus areas, scales, mechanisms, origins, types and commitment levels.Research limitations/implicationsThe findings contribute to conceptual and empirical research on existing models to compare and analyse CSR standards. Sampling technique and depth of analysis limit this research, but the authors offer insights into patterns of CSR standard development in agribusiness and point to important research avenues.Practical implicationsThese findings can help agribusiness managers to select and analyse CSR standards and other forms of CSR guidance.Social implicationsStandard and guidance setting activities can be expected to have real‐life effects on CSR outcomes. These effects need to be better understood by policy makers and stakeholders. The authors' meta‐analysis contributes to further research on who or what influences standard development.Originality/valueModels to compare CSR schemes are rare and often focus on a small number of cases. The authors provide decision makers and researchers with insights into structural conditions through a meta‐analysis of a larger number of CSR schemes.

Domestic food markets are of significant importance to Kosovar and Albanian companies because access to export markets is under-developed, partly as a result of the gaps in food safety and quality standards. Kosovar and Albanian consumers’ use of food safety attributes and their evaluation of the quality of domestic food versus imported food are the research objectives of this study. The paper is based on a structured consumer survey of 300 Kosovars and 349 Albanians analyzing their perceptions of issues related to food safety and quality, measured through two respective batteries of items using a 5-point Likert scale. We used the t-test to identify differences between populations, correlation analysis and the bootstrapping method. Despite the prevalent problems with food safety, consumers in both countries consider domestic food to be safer as well as of higher quality than imported products. Kosovars are more likely than Albanians to perceive domestic food products to be significantly better than imported products. Female and better educated consumers use information related to food safety more often. Expiry date, domestic and local origin, and brand reputation are the most frequently used safety and quality cues for both samples. International food standards such as ISO or HACCP are less frequently used as quality cues by these consumer groups. It is important to strengthen the institutional framework related to food safety and quality following best practices from EU countries.